Tito’s Handmade Vodka Unveils 'Tito’s in a Can*' - a Limited-Edition, Completely Empty Can

As the liquor store beer aisle has quickly been overtaken by slim cans and clear and sparkling liquids, Tito’s Handmade Vodka has been quietly working on a ground-breaking innovation of their own. An innovation that eschews aluminum for insulated steel, single-use for reusability, and variety packs for customisation… the vodka brand is finally launching Tito’s in a Can*: a limited-edition, 16-ounce, double-steel-walled, insulated, refillable can. Consumers won’t be able to find Tito’s in a Can* among the black cherry and mango-flavoured beverages at their local store because the can is completely empty. That’s right, Tito’s is launching an empty can so fans can make their canned cocktails the way they like them: with Tito’s Handmade Vodka and literally whatever ingredients they want. 

“At Tito’s, we put our energy into doing one thing, and doing it really well: making a high-quality and smooth vodka at a reasonable price,” said Taylor Berry, vice president of brand marketing at Tito’s Handmade Vodka. “We developed Tito’s in a Can* so Tito’s drinkers can make their own, better-quality seltzers… ones that are fresh, and are as strong or carbonated or citrusy as you want. Because we don’t make seltzers, you do.”

To complement the launch of Tito’s in a Can*, Arts & Letters Creative Co. created a 30-second video that captures the excitement for the highly anticipated product launch. The video will run on Facebook, Instagram, YouTube, and programmatic CTV. The campaign was concepted and produced by Arts & Letters Creative Co. and directed by Geoff Castillo, the agency’s in-house director.

"Tito's changed the game with their craft vodka,” said Nick Kaplan, ECD at Arts & Letters Creative Co. “And now they're going to do it again with this empty can that you can fill with their hand-crafted vodka. We couldn't be prouder and more excited to bring Tito's in a Can* to life."